Author Description

In today's impersonal, arms-length marketplace, customer loyalty is rapidly becoming a thing of the past. Customer Relationship Management brings it back to the foreground, providing easy-to-apply solutions and strategies for establishing meaningful bonds with your customers and turning them into reliable, lifelong partners. This latest addition to McGraw-Hill's successful Briefcase Books series provides you with:Practical advice for choosing and implementing a CRM strategy A review of database tools for capturingand managingvaluable customer information Proven techniques for translating an effective CRM strategy to the e-commerce environment Even as markets change, effective customer relationship management remains a question of knowing your customers, understanding their wants and needs, and establishing long-term, mutually beneficial relationships. Let Customer Relationship Management supply you with easy-to-apply solutions to your everyday CRM questions, and show you how to design a CRM approach that is responsive, flexible, and personalized to each customer.Briefcase Books, written specifically for today's busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page:Clear, concise definitions of CRM terms and jargon Tips for being smart when managing difficult customer situations How-to hints of the pros for smooth, successful CRM efforts Practical advice to avoid mistakes when dealing with customers Warning signs for where things could go wrong Case studies of how others have achieved successful CRM Specific procedures for implementing CRM strategy